Oatly oat drinks outperform market

Jun 4, 2010

For the 12 months ending March 2010, Oatly oat drinks have led the speciality milk market with sales growing by 37.2% with around 2.5 million packs having been bought in the last year. The unique health message that drinking or cooking with Oatly can help lower cholesterol levels has driven growth across all four varieties (Enriched, Organic, Chocolate and Organic Dairy-Free Alternative to Cream) with Oatly Enriched leading the way with a sales increase of 59%.

Tim Snook, managing director at Wassen International Ltd which imports Oatly from Sweden, says, “Consumers are looking for products which are nutritionally robust as well as tasting good which is why Oatly sales have rocketed compared to other speciality milks.
Just one 250ml glass of Oatly provides a third (1g) of the daily requirement of beta-glucans (soluble fibre) for cholesterol reduction and with four Oatly varieties, it’s never been easier for consumers to enjoy the health benefits of oats every day.”

There’s good news too on the awards front with Oatly Organic Dairy-Free Alternative to Cream winning for a second time at this year’s Foods Matters FreeFrom Food Awards. Oatly Cream won the 2010 non-animal milk/cream/cheese/ yogurt/butter/ice cream award having won the coveted Innovation Award at the first FreeFrom Food Awards in 2008. As well as being suitable for those with allergies and intolerances, many consumers choose Oatly Organic Dairy Free Alternative to Cream for life-style reasons. It contains just 13g of fat per 100g, of which only 3g is saturated fat, and the overwhelming amount is unsaturated ‘good’ fat.

Available from Waitrose, selected Sainsbury’s, Tesco, Morrisons and ASDA stores as well as Holland & Barrett and independent health stores, Oatly Organic and Oatly Enriched retail for around £1.29 for a 1 litre pack, Oatly Chocolate for around £1.49 for a 1 litre pack and Oatly Organic Dairy-Free Alternative to Cream for around 79p for a 250ml pack.

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